Featured Work
Projects that combine branding, web and app design, behavioral psychology, user research and experimentation to drive measurable business impact.
Scaling Flight Options
Fare Families Upsell
In response to a key customer opportunity, Almosafer introduced fare families, offering a wider range of fare options similar to airlines.
Final outcome, a fully integrated, user-tested upsell experience that:
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Bridged the trust and value gap between OTAs and airlines
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Empowered customers with transparent choices
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Drove measurable business impact at scale
Overall Conversion Rate
+36.6%
+17%
Overall Booking Value
"This project taught me the value of pacing design, validating often, and scaling smart."
From Consumer to SME
Business-Ready Platform
Old Mutual saw an opportunity to extend its digital platform from serving individuals to supporting the SME market.
As the UX Lead of team we focused on:
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Needs-based IA and scenario-driven flows for SMEs
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Stakeholder alignment → concept approved for MVP & shipped
+26%
+15%
Increase in business product leads
“I learned that research only creates impact when it’s shared in a way that resonates with stakeholders.”
From Customer Confusion to Conversion
Simplifying Sales Onboarding for Scalable Growth
We reimagined the digital sales onboarding experience for a leading financial services Old Mutual, creating a modular, frictionless application flow for guest users across multiple product types.
As UX Lead in collaboration with product teams, we designed a unified journey that adapts to both beginner and advanced investors, reducing complexity through progressive disclosure, customer-centric content, and reusable components.
Before
55.1%
Form Completion Rate
After
64.6%
Form Completion Rate
“I learned that without early alignment from all teams, even simple decisions can delay everything—collaboration really is key to moving forward.”
Uplift in cross-sell
Driving 3X More Recycling Engagement
Rewards and Gamification Sustainable App
By designing the user journey around motivation, education, and reward, we increased user engagement by 3x in Cape Town neighborhoods using the app.
40%
Increase in recycling drop-off rates in areas with high app adoption
78%
High task completion rate on sustainability challenges
Self intiated Process & Organizational Contributions
Project contributions
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Learnings & Insights
Design is as much about reflection as creation.
I document lessons from real projects — what worked, what didn't, and what I'd do differently next time to avoid making the same mistakes and so it can help and benefit others. In addition, each project, comes new acquired knowledge that I believe will help someone in the same or similar situation.
Design Community Contributions
Building a Space for Product Designers to exercise the product mind muscles
Product Design Gym was born from real self reflection — years of working and realizing that designers often get stuck between craft and strategy. I was one of them too
A learning platform and resource library for designers to build product sense through real-world examples.
Think of it as a gym for design thinking — where you don’t just learn design, you train your brain to think like a product designer through repetition, reflection, and real case studies from top tech companies.
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